The partnership—as yet unannounced, but disclosed to BtoB at the National Center for Database Marketing, which concludes here today—will combine Acxiom's direct marketing expertise in analytics and information technology with D&B's business database assets, in a new product called D&B MarketEdge-X.
"We saw an unmet need for b-to-b efficiencies in this space, to address companies' needs to up-sell and cross-sell to their customers," Chris Lucas, VP-sales and marketing solutions at D&B, said in an interview.
The product's databases typically would be composed of a company's own internal customer and prospect information, combined with D&B's extensive business information for lead generation, Lucas said.
The Web-based, on-demand product will be subscription-priced, with a flat monthly fee charged to a client based on its total customers and prospects. It is being used in beta form by select clients and will be rolled out for general use in the spring, he added.
Lucas said D&B MarketEdge-X will be priced considerably lower than competing b-to-b database marketing platforms because it is Web-based and is not a custom application. —Christopher Hosford